Google no longer calls mobile games “free” in Europe when a game allows users to make purchases during play, the latest change to its business practices at the behest of European regulators.

Google also promised to develop guidelines to prevent app developers from targeting children, and has changed the default settings on phones and tablets that use its Android operating system to require approval for every purchase, according to the European Commission.

In a statement, the commission said Google rival Apple, which operates the App Store for its iPhones and iPads, had proposed to address its concerns about consumers being misled about the costs of “free” games, games that contain “direct exhortation” to children to buy items, and adequate consent about payment arrangements. But thus far Apple has made no firm commitments.

An Apple spokeswoman said, “Our goal is to continue to provide the best experience for our customers and we will continue to work with the EC member states to respond to their concerns.”

Google is studying whether it will change the way it labels games globally, or just in Europe, according to a person familiar with the matter.

The latest changes in Europe come as Google, Apple and Amazon.com face regulatory scrutiny in the U.S. over in-app purchases. The Federal Trade Commission sued Amazon.com last week, alleging that the online retailer allowed kids to rack up millions of dollars in unauthorized purchases through its app store. In January, the agency settled similar charges against Apple for practices at its App Store. No charges have yet been filed against Google.

Games are by far the most popular, and most lucrative, type of apps to be found in Apple’s App Store and the Google Play store, the digital marketplaces where iPhone and Android device users can download content.

The two “top grossing” apps available on Google Play, according to research firm App Annie, are both free to download – Clash of Clans and Candy Crush Saga.

Such “freemium” games allow users to download them and play for free, but sell virtual goods – for real money – that enable users to advance to higher levels for instance. Easy payments maximize impulse purchasing, and consequently revenues.

This is just the latest regulatory issue to face Google in Europe. In May, the European Court of Justice ruled that individuals have a right to request that search engines like Google remove links from searches for their names, the so-called “right to be forgotten.” Google’s tentative settlement with Europe’s antitrust chief to address concerns that it is abusing its dominance in online search is under pressure from France and Germany.